Malaysian Media Awards Winners Showcase

2016 | |

Dutch Lady presents Magic of Mickey In store

Advertiser: Dutch Lady Milk Industries
Brand: Dutch Lady Kid & School
Creative Agency: -
Credits: -

The Challenge
School going kids perceive milk as boring, with competitors vying for ‘Share of Throat’ milk consumption steadily declines. This battle of drinks is most ferocious at POS, and with Milo dominating shelf spaces, we had to disrupt milk aisles to gain mom & child’s consideration.

Insight, Strategy and the Idea
Grocery shopping being a weekly chore, moms are on autopilot mode with their shopping list. With milk being part of destination aisles, brands are predetermined & regular POS advertising isn’t captivating enough. However, kids treat grocery shopping as an adventure, it’s their playground from trolley rides, to checking latest snacks, they are in an exploratory mode. DutchLady’s DISNEY PARTNERSHIP allowed us a unique opportunity to enlist the support of Mickey & friends for POS battle and deployed double-edge sword to change in-store advertising dynamics. We deployed the first ever 3D PROJECTION ON FLOOR, with strong task force of Disney ambassadors, strategically stationed at cross-category high traffic aisle to close the sale.

Media Execution
We transformed boring milk aisle into exciting playground across 26 TESCOS NATIONWIDE. As kids stepped into the aisle, Disney’s theme music played up & they were transported to the magical world with Mickey & friends, seeing these characters kids ran with glee and jumped around the projection, with moms in tow grabbing packs from aisle. We even converted DutchLady shelves into Disney arches completing the magical feeling! We surprised kids with vibrant Disney-themed trolleys alongside Disney ambassadors. Crossing into categories beyond milk aisle, moms and kids interacted with Mickey’s friends with their favourite milk wherever they may be. What could have been just an ordinary shopping trip, turned into a fun adventure for both mom and kids!

Results and Effectiveness
We reached estimated 4.5 Million shoppers during campaign period. Campaign awareness rose to 64% which is higher than industry norm of 47%!